The supermarket has worked with relationship expert Sam Owen to create a ‘Love Calculator’ for its shoppers after more than a third of people (34 per cent) say Valentine’s Day is the most ‘difficult’ buying occasion and 23 per cent said they had bought the ‘wrong’ gift in the past.

The ‘Love Calculator’, which will be offered to Morrisons Swindon’s shoppers in the run up to Valentine’s Day, has over 40 decision-tree questions covering relationship status, current romance levels and partner personality traits in order to help guide people to the right gift. For example, a first time Valentine who wants to show their funny side is directed to heart-shaped crumpets whilst a married couple who have lived together for a few years are guided towards oysters to get them in the mood for romance.

When it comes to what people actually want, 99 per cent of Valentines say that money can’t buy you love and it’s the thought that counts, as they prefer thoughtful gifts over expensive presents.

Simon Nellis, Store Manager at Morrisons Swindon, said:

“Choosing the right gift for Valentine’s Day can be difficult and we want to take the stress out of the occasion by helping our shoppers find the perfectly-judged gift. The ‘Love Calculator’ aims to make our customers’ lives just that little bit easier.”

“Whatever stage of your relationship, Valentine’s Day is always a tricky buying occasion with people often only a purchase away from romantic perfection or disaster. I hope the calculator can help all the hopeless romantics channel their thoughts and make the right gift decisions, so this Valentine’s Day is a love-ly one for all involved.”